Mi basics[1]
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This document discusses the stages of change model for behavior change, including pre-contemplation, contemplation, action, maintenance, and relapse. It provides guidance on motivational interviewing techniques for eliciting change talk from clients and moving them through the stages of change. Key techniques mentioned include expressing empathy, developing discrepancy, supporting self-efficacy, asking open-ended questions, using importance rulers, exploring decisions and goals. The goal is to help clients understand how their current behaviors conflict with their values and develop a plan to make positive changes.
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2. Perception, which includes selective attention, distortion, and retention of marketing stimuli.
3. Learning, through which consumers generalize responses to brands based on past experiences.
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Major psychological processes that influence consumer responses to marketing include motivation, perception, learning, and memory. Motivation is driven by needs and wants at both conscious and unconscious levels. Marketers aim to position brands to appeal to psychological motives. Perception is how consumers select, organize, and interpret information to understand the world. Learning changes behavior through experiences, allowing marketers to build demand by associating products with strong desires. Memory is a network of stored information and connections that marketers can influence.
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https://youtube.com/allceuseducation A continuing education course for this presentation can be found at https://www.allceus.com/member/cart/index/index?c=
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Mi basics[1]
- 1. Progressive Care Services, Inc Refresher 2012
- 3. •Not even thinking about change
- 4. To go back and forth between the idea of change Often influenced by emotion Ambivalence stage
- 5. Ambivalence is gone Actually working on change
- 6. Behavior change takes repeated implementation of new skills Change in the psychology of our brain takes longer This is often when services are no longer needed
- 7. Returns to previous behaviors Once there has been a lapse or relapse the consumer re-enters the continuum at either Pre-contemplation Contemplation Action
- 8. Express empathy Develop discrepancy Roll with resistance Support self-efficacy
- 9. Non-Judgmental Reflection Change Talk
- 10. Elaborating Asking questions Using scales or importance ruler Challenges extremes Exploring decisions Looking back Looking forward Exploring goals and values
- 11. Understanding the consumers world view Summarizing ambivalence Develop discrepancy between polarized urges
- 12. Emotional saliency is important for change to take place Tone of voice is critical The question should make the consumer think
- 13. 10 should always be the direction you want change to go Whatever number they give select one/two below and ask: Why a 6 instead of a 4? By choosing a number below, you are eliciting change talk Whatever number they give select one/two above and ask: Why a 8 instead of a 6?
- 14. What would it take to get you to the 8? Be sure to elicit something the consumer has control over. The consumer’s goal becomes the plan. Make sure the plan is something the consumer can accomplish Identify barriers to change Set an appropriate time line
- 15. Always target current behavior
- 16. Always target Current behaviors Elicit pros and cons
- 17. Always target current behavior Example: When was the last time fighting really solved a problem? The phrase “really solved” refers to all aspects of life If it elicits a poignant reply, your best response is silence
- 18. What do you see yourself doing in 5 years? What are your top 5 values and why? Tell me how your (current behavior) fits with these values? Tone is critical. This works best following a discussion about issues to be changed.